When promotions become culture: The four-decade effectiveness of “A Salary for Life” by Nescafé
Summary: ‘A Salary for life’ is Spain’s most iconic promotional campaign and one of its most effective. For 40 years, it has reinforced Nescafé’s brand presence while defending it against private-labels. By evolving with society, the campaign has remained culturally relevant and engaged consumers through a hyper-personalized multichannel plan.
In the last three years, the promotion drove x2 value growth and increased repeat users +17%. Over the last decade, it boosted brand awareness by +23% and achieved +33% average annual participation growth, while increasing youth engagement and securing Nescafé’s position.
Lead Agency(s): McCann Worldgroup Spain, Ogilvy (Spain)
Client / Brand: Nestlé (Spain) / NESCAFÉ
Effie Award(s): Silver
Making the everyday wonderful when the world turned anything but
Summary: This case represents the culmination of ten years of ‘The Wonderful Everyday’, illustrating how a new brand platform helped rejuvenate the IKEA business in the UK, during which it has driven £3.4bn of incremental revenue and contributed consistent growth in IKEA’s market share, revenue, ROI, communications awareness and brand consideration, with all reaching their highest ever in 2023.
Lead Agency(s): Mother
Contributing Agency(s): MJZ London, HeLo, THE MISS JONES AGENCY
Client / Brand: IKEA
Effie Award(s): Silver
Äh, nu tar vi helg – Let’s call it a weekend
Summary: In a fiercely competitive grocery market, Willys set out to challenge the premium weekend food segment — long dominated by ICA and Coop. With the platform “Äh, nu tar vi helg,” Willys redefined the weekend as a feeling, not a price point. By emotionally connecting with Swedes and showcasing premium food at everyday prices, Willys increased consideration by 11%, sales of premium products by 18%, and achieved record-breaking brand sentiment. The campaign proved that indulgence doesn’t have to be expensive — and that the weekend starts at Willys.
Lead Agency(s): NORD DDB
Client / Brand: Willys / Äh, nu tar vi helg – Let’s call it a weekend
Effie Award(s): Bronze
